Exclusive: Andiron speaks on it’s movement making approach

Andiron has been at the forefront of enhancing client visibility through core stories and thought leadership by using communications to grow the value of businesses - something that's hard to find.

Jonathan Englert, the founder and director, shared insights into Andiron's journey, unique strategies, and the significant impact they've made across various industries.

"Our approach is to use disruptive communications and what we call 'movement-making' to raise the profile of the companies we work with," Englert explained to TechDay. Andiron focuses on socially minded, purpose-driven companies, often in technology, that aim to create substantial change.

"We use the core story as the basis for ongoing communications efforts, carving out a space in the conversation for our brands," he emphasised.

Englert admits his background in journalism significantly influences Andiron's methodologies.

Trained at Columbia Journalism School and initially from New York, he transitioned from nonfiction writing and magazine journalism to technology PR.

"I needed to get a real job and that real job involved going into public relations," he recalled. This transition is what led Englert to work for a boutique tech PR company - where he developed business lines in cybersecurity and the sharing economy. However, despite working with large enterprises, Englert was drawn to startups and scale-ups.

"I could work directly with the founders and leadership team, align with their vision, and use PR and communications to help build that," he says.

Recognizing a gap in PR services for startups and scale-ups, Englert founded Andiron to provide a solution tailored to their needs.

Englert's approach is deeply integrated with the leadership function and commercial objectives of client companies. He notes, "Many startups don't have a marketing department or hire. Founders often fly blind into developing a marketing presence." Andiron steps in early to shape this presence, providing direction and preventing costly mistakes.

"We often save companies money simply by helping them avoid spending on the wrong things," he adds.

A unique aspect of Andiron is its name, derived from the term for a fire grate in the US. Englert explains, "A lot of startups have a lot of heat and light at the beginning, and Andiron gives that heat and light a shape and structure, helping it burn longer and brighter."

This metaphor encapsulates Andiron's role in shaping and sustaining the growth of its clients.

Andiron's services extend beyond traditional marketing and PR. They engage in industry and government advocacy, helping clients participate in relevant debates and policy discussions. "We advocate on behalf of our clients for certain policies, shaping cogent positions based on deep listening," Englert states. This immersive listening process is rooted in Englert's journalistic background, ensuring that solutions are tailored to each client's unique needs.

Consistent messaging is another cornerstone of Andiron's approach.

Englert elaborates, "We create a cohesive communications structure around the people we work with, from commentary pieces to managing interviews and LinkedIn posts."

This structure begins with the core story, an essential touchstone document that guides all communications. "The core story helps companies stick to their mission and communicate that consistently," he says.

Englert emphasizes that Andiron's approach to marketing and PR is holistic, viewing all aspects as interconnected. "PR and marketing work together to build the voice and impact of the companies we work with," he asserts. This integrated strategy ensures that insights and positions from clients are effectively communicated across various channels, including PR.

Investor relations are handled with the same comprehensive approach. Englert notes, "We work across privately held companies, not-for-profits, and public companies, ensuring all communication aligns with the company's overall objectives." Stakeholder engagement is also crucial, with Andiron leveraging customer stories and partnerships to maximize value and impact.

Ethics and long-term relationships are fundamental to Andiron's operations. Englert proudly shares their "no asshole policy," ensuring that they only work with purpose-driven, reasonable individuals and organizations.

This policy extends to Andiron's own team, fostering a positive and ethical working environment. Englert emphasizes, "When you work with good people, ethics are usually baked in."

Crisis communications is another area where Andiron excels. Englert's background in journalism provides a critical perspective on the state of modern journalism and its impact on companies. "Journalism is in a very bad state. Our goal in crisis communications is to reduce the unfair beat-up companies may receive," he explains. Andiron's crisis communications services are typically reserved for their core clients, ensuring a focused and effective response.

Reflecting on Andiron's growth over the past decade, Englert acknowledges the challenges and achievements. Starting with a single client, Andiron has expanded significantly.

"We've grown a lot, evolving with our clients and maintaining long-term partnerships," he says.

Andiron's unique approach to disruptive communications, movement-making, and deep listening sets it apart in the industry.

By aligning closely with leadership functions and commercial objectives, Andiron helps purpose-driven companies navigate the complexities of marketing and PR, ensuring consistent messaging, ethical practices, and long-term growth.

"We grow through and with our clients, evolving alongside them to unlock their full potential."